Microsoft and Adobe strengthen partnership to take on Salesforce using LinkedIn

Back in 2017, Microsoft and Adobe first announced their major partnership. In late 2017, Microsoft expanded its partnership with Adobe by integrating Dynamics 365 with Experience Manager, Adobe’s content management solution in Adobe Marketing Cloud. Last year, Adobe and Microsoft along with SAP announced the Open Data Initiative to reimagine customer experience management (CXM) by enabling enterprises to make more value from their data to deliver great customer experiences in real-time.

Yesterday, Microsoft and Adobe announced their expanded partnership. As part of this partnership, Adobe will use LinkedIn to accelerate account-based experiences (ABX) through new marketing solution integrations. These new integrations will enable marketers to:

Gain a deeper, real-time understanding of targeted accounts: Marketing and sales teams will be able to leverage data from Marketo Engage and Microsoft Dynamics 365 for Sales to get a deeper, real-time understanding of targeted accounts, including insights into individual roles, influence and preferences. By integrating LinkedIn’s Matched Audiences with Marketo Engage, the combined account-based targeting capabilities will help marketers identify the right contacts within an account to reach on LinkedIn.

Target audiences more effectively by leveraging richer account profiles: To identify the best-fit accounts to pursue, Marketo Engage’s Account Profiling capability combines the power of intelligence-driven predictive modeling and automation in a single ABX solution, empowering marketers to identify these accounts out of 25 million companies within minutes.

Power people-based campaigns with more precision than ever before: Adobe Audience Manager, the company’s Data Management Platform (DMP), will enable brands to stitch together audience data to power contact-based campaigns on LinkedIn and other channels, while informing media buys with more precision than ever before. Data governance and privacy controls help to ensure that customer data is kept secure and helps brands to comply with their privacy policies and data privacy compliance objectives.

Adobe believes that this expanded partnership will drive better orchestration, measurement and delivery of targeted content for a more personalized experience at both the individual and account level on key B2B platforms like LinkedIn.